The equestrian equipment market in China has an optimistic outlook, with particularly high consumption potential for equestrian products
Nowadays, equestrian sports are gradually attracting more and more Chinese people's attention due to their combination of "high-end, natural, and fashionable" characteristics. In recent years, horse racing, equestrianism, and sports, entertainment, tourism, fitness, and other activities centered around horse riding have continued to develop. Chinese equestrian enthusiasts with considerable purchasing power are also raising their demands for the brand, quality, and professionalism of equestrian equipment.
"As equestrian sports become more popular in China, the demand for mid- to high-end horses and products is beginning to show an upward trend." Cheng Qing, Secretary-General of the Chinese Equestrian Association, once commented: "The Chinese equestrian industry already has a fairly strong purchasing power. Except for the public equestrian equipment provided by equestrian clubs to members, which remains at the low-end level, the demand for mid- to high-end products among individual enthusiasts is growing strongly. Therefore, mid- to high-end brand products also need to carry out some promotion and marketing in China, so that the public can understand the advantages of the brands, thereby guiding enthusiasts to consume."
"As equestrian sports become more popular in China, the demand for mid- to high-end horses and products is beginning to show an upward trend." Cheng Qing, Secretary-General of the Chinese Equestrian Association, once commented: "The Chinese equestrian industry already has a fairly strong purchasing power. Except for the public equestrian equipment provided by equestrian clubs to members, which remains at the low-end level, the demand for mid- to high-end products among individual enthusiasts is growing strongly. Therefore, mid- to high-end brand products also need to carry out some promotion and marketing in China, so that the public can understand the advantages of the brands, thereby guiding enthusiasts to consume."
Ms. Liu Chunmei, the sales manager of Dongguan City Meiti Leather Products Co., Ltd., said: "The market is getting better year by year. In 2011, our annual sales at Meiti were three times that of 2007. We used to mainly make saddles, but as the number of users grew and their demands became more diverse, we have now started to offer various equestrian products with different functions, such as saddles, bridles, belly bands, and horse training tools. Taking Beijing as an example, there are nearly 200 horse farms and equestrian clubs here, making it the largest equestrian equipment consumer market in China. Moreover, more and more equestrian equipment stores and suppliers are emerging here. The total sales in Beijing account for about 60% of the domestic market, and we expect the demand in the Beijing market to remain strong in the future."
"A good horse also needs a good saddle!" and "Now is the perfect time to enter the Chinese market!" These voices represent the optimistic views of many Chinese consumers and global equestrian equipment producers about the market. In response to this market trend, domestic and international equestrian equipment producers and distributors have shown great enthusiasm in recent years, joining the effort to develop the Chinese consumer market and actively taking measures to expand the share of their main products in the domestic market.
"A good horse also needs a good saddle!" and "Now is the perfect time to enter the Chinese market!" These voices represent the optimistic views of many Chinese consumers and global equestrian equipment producers about the market. In response to this market trend, domestic and international equestrian equipment producers and distributors have shown great enthusiasm in recent years, joining the effort to develop the Chinese consumer market and actively taking measures to expand the share of their main products in the domestic market.
Numerous global equestrian equipment brands make their debut; plenty of equestrian exhibits at the CHF Horse Fair
At the 5th China International Horse Industry and Equestrian Exhibition, which concluded in Beijing over two months ago, we could see dozens of well-known domestic equestrian equipment companies such as Meiti, Siyangnuo, Shengcong, Yimate, Beges, YuYang, Renma Heyi, Riguang, Kangmasi, Yuanxing Knights, Monte, and Zhongtai setting up booths. A wide range of professional equestrian products, including saddles, horse blankets, spurs, helmets, riding boots, gloves, and rider clothing, were showcased. Professionals visiting and purchasing equestrian equipment flocked to the event.
At the event, we also found that, unlike previous exhibitions, in addition to domestic equestrian equipment suppliers, several foreign equestrian equipment brands also gathered together, such as Fili Fabbri (Italian handmade riding boots made of natural materials), Parlanti Roma (Italian traditional craft riding boots), Kep Italia (Italian classic helmets), CAVALLERIA TOSCANA (Italian elegant equestrian attire), Veredus srl (Italian professional riding boots), Vale Brothers Ltd (British professional equestrian equipment), Saddlery BUTET (French handcrafted saddles), and Equitrade Switzerland (high-quality Swiss equestrian equipment).
According to the exhibition organizers, in the past, foreign participants were mostly involved in horse breeding, horse training, and horse trading. High-end equestrian equipment suppliers, due to China’s relatively low consumption level and awareness, mostly adopted a wait-and-see attitude, with very few exhibitors. The 5th China International Horse Industry and Equestrian Exhibition in 2011 saw the highest number of foreign equestrian equipment companies participating since the event’s inception, demonstrating their strong interest in the domestic market. This also reflects, to some extent, the continuous prosperity and huge development potential of China’s equestrian equipment consumption market.
At the 5th China International Horse Industry and Equestrian Exhibition, which concluded in Beijing over two months ago, we could see dozens of well-known domestic equestrian equipment companies such as Meiti, Siyangnuo, Shengcong, Yimate, Beges, YuYang, Renma Heyi, Riguang, Kangmasi, Yuanxing Knights, Monte, and Zhongtai setting up booths. A wide range of professional equestrian products, including saddles, horse blankets, spurs, helmets, riding boots, gloves, and rider clothing, were showcased. Professionals visiting and purchasing equestrian equipment flocked to the event.
At the event, we also found that, unlike previous exhibitions, in addition to domestic equestrian equipment suppliers, several foreign equestrian equipment brands also gathered together, such as Fili Fabbri (Italian handmade riding boots made of natural materials), Parlanti Roma (Italian traditional craft riding boots), Kep Italia (Italian classic helmets), CAVALLERIA TOSCANA (Italian elegant equestrian attire), Veredus srl (Italian professional riding boots), Vale Brothers Ltd (British professional equestrian equipment), Saddlery BUTET (French handcrafted saddles), and Equitrade Switzerland (high-quality Swiss equestrian equipment).
According to the exhibition organizers, in the past, foreign participants were mostly involved in horse breeding, horse training, and horse trading. High-end equestrian equipment suppliers, due to China’s relatively low consumption level and awareness, mostly adopted a wait-and-see attitude, with very few exhibitors. The 5th China International Horse Industry and Equestrian Exhibition in 2011 saw the highest number of foreign equestrian equipment companies participating since the event’s inception, demonstrating their strong interest in the domestic market. This also reflects, to some extent, the continuous prosperity and huge development potential of China’s equestrian equipment consumption market.
Equestrian equipment producers and distributors are optimistic about the exhibition; the 6th CHF Horse Fair in 2012 is especially popular
Currently, more than ten equestrian equipment companies that have participated in the China International Horse Industry and Equestrian Exhibition multiple times have already reserved their booths for the 6th exhibition in 2012. Most of them have expanded their display areas, hoping to better utilize the trade platform of the China International Horse Industry and Equestrian Exhibition to showcase their corporate image, promote their main products, seize opportunities, and establish better brand recognition. Participating in the China International Horse Industry and Equestrian Exhibition (CHF), the largest continuously held professional trade exhibition in China, has become the top choice for many companies to explore the Chinese market.
Meiti Company, which has signed an exhibition contract, is a veteran exhibitor of the China International Horse Industry and Equestrian Exhibition and enjoys high visibility in the industry. As the authorized Asian marketing agent for German DT equestrian equipment, Meiti shoulders the important task of promoting the brand and products in China and even Asia. By selecting its booth early this time, Meiti hopes to secure a location at the exhibition that easily attracts crowds and maximize its promotional efforts.
According to Meiti, they will launch two saddles made of fully imported Italian leather in 2012, one of which is specifically designed for female riders and offers particularly comfortable riding. It is expected that both saddles will be unveiled at the 6th China International Horse Industry and Equestrian Exhibition.
In Ms. Liu Chunmei’s view: "The China International Horse Industry and Equestrian Exhibition is the largest platform for suppliers and professional buyers in China’s horse and equestrian industry to interact, and the results are excellent. At the annual exhibition, while promoting our brand, we also receive procurement orders from Beijing, as well as from Japan and South Korea. Many friends in the industry got to know about 'Meiti' from our booth at the exhibition, and after experiencing and using 'Meiti' equestrian products, they became loyal customers and partners. While showcasing our brand image, we can also engage in in-depth exchanges with professional riders to understand their actual needs. As product developers and manufacturers, the feedback from these experienced riders with rich riding experience is very valuable to us, and we can design and continuously optimize our products based on it."
According to Meiti, they will launch two saddles made of fully imported Italian leather in 2012, one of which is specifically designed for female riders and offers particularly comfortable riding. It is expected that both saddles will be unveiled at the 6th China International Horse Industry and Equestrian Exhibition.
In Ms. Liu Chunmei’s view: "The China International Horse Industry and Equestrian Exhibition is the largest platform for suppliers and professional buyers in China’s horse and equestrian industry to interact, and the results are excellent. At the annual exhibition, while promoting our brand, we also receive procurement orders from Beijing, as well as from Japan and South Korea. Many friends in the industry got to know about 'Meiti' from our booth at the exhibition, and after experiencing and using 'Meiti' equestrian products, they became loyal customers and partners. While showcasing our brand image, we can also engage in in-depth exchanges with professional riders to understand their actual needs. As product developers and manufacturers, the feedback from these experienced riders with rich riding experience is very valuable to us, and we can design and continuously optimize our products based on it."
Ninghai Ruiguang Equestrian Equipment Co., Ltd. is a professional equestrian equipment enterprise integrating product research and development, production, and sales. Its products have evolved from horse shoes and blacksmith tools in the early days of entrepreneurship to a range of equestrian-related products, including horse supplies, rider supplies, stable supplies, horse care products, and equestrian cultural gifts. In 2011, the company first leveraged the platform of the China International Horse Industry and Equestrian Exhibition to expand its trade network, achieving good results. It has now selected a booth for the 2012 exhibition.
Yang Guangze, General Manager of the company, also told the exhibition organizers: "The scale of the China International Horse Industry and Equestrian Exhibition continues to expand, its scope broadens, and its global reputation rises. It promotes the better and faster development of China’s equestrian industry and also provides a great platform for equestrian enthusiasts to exchange ideas. Currently, the demand and variety of equestrian equipment in China are both on the rise, and the market is somewhat in short supply, mainly relying on imports. The future development trend is leaning toward diversification, high-end, and domestic production. We continue to participate in the China International Horse Industry and Equestrian Exhibition this year to enhance our corporate visibility and to provide domestic customers with more and better high-quality products."
It is understood that Ruiguang will showcase its newly launched CS horseshoes at the 6th China International Horse Industry and Equestrian Exhibition this year. General Manager Yang introduced that these horseshoes are made using precision die-forging technology, offering good wear resistance and high strength, providing better protection for the horse’s hooves.
Beijing Tengke Equestrian Sports Goods Co., Ltd. tried for the first time in 2011 to introduce its products to professional buyers through participation in a trade exhibition at the Renma Heyi booth. Currently, Tengke has secured a large booth near the entrance of the exhibition hall for the 6th China International Horse Industry and Equestrian Exhibition in 2012, hoping to attract more attention from professional buyers at the event and better promote its brand.
Yang Guangze, General Manager of the company, also told the exhibition organizers: "The scale of the China International Horse Industry and Equestrian Exhibition continues to expand, its scope broadens, and its global reputation rises. It promotes the better and faster development of China’s equestrian industry and also provides a great platform for equestrian enthusiasts to exchange ideas. Currently, the demand and variety of equestrian equipment in China are both on the rise, and the market is somewhat in short supply, mainly relying on imports. The future development trend is leaning toward diversification, high-end, and domestic production. We continue to participate in the China International Horse Industry and Equestrian Exhibition this year to enhance our corporate visibility and to provide domestic customers with more and better high-quality products."
It is understood that Ruiguang will showcase its newly launched CS horseshoes at the 6th China International Horse Industry and Equestrian Exhibition this year. General Manager Yang introduced that these horseshoes are made using precision die-forging technology, offering good wear resistance and high strength, providing better protection for the horse’s hooves.
Beijing Tengke Equestrian Sports Goods Co., Ltd. tried for the first time in 2011 to introduce its products to professional buyers through participation in a trade exhibition at the Renma Heyi booth. Currently, Tengke has secured a large booth near the entrance of the exhibition hall for the 6th China International Horse Industry and Equestrian Exhibition in 2012, hoping to attract more attention from professional buyers at the event and better promote its brand.